Important Tips to Optimize Your Website Landing Page
So, you’ve worked hard to create your digital marketing campaign, and you’re ready to reap the benefits. But you aren’t getting as many conversions as you thought you would. In fact, people seem to be leaving your website almost immediately upon arriving. What gives?
It could be your landing page that’s making people ‘bounce’ away from your website. At this point, it would be good to note that the technical definition of a ‘bounce’ is visitors who leave your site from the page they entered. In other words, they came, saw the page, and left without clicking through to any other pages.
So it’s possible that with a good landing page design and copy, you could still be deriving benefit from these bounced visits through developing brand awareness, planting the seeds for future engagement. However, if your main goal is to convert, then evaluate these factors on your landing page to make sure they’re optimized for your objectives.
Is Your Page Relevant?
Making a web page relevant simply means assuring visitors that this is the right page to meet their needs. Be aware of the sources from which people click into your landing page – especially offline & online ads and emails. Does your landing page clearly deliver on the promises contained in the original source?
To increase the relevance of your landing page, try matching the content of your ads and emails to the landing page and vice versa. In addition, put your value proposition in clear, large font right at the top of the page to give visitors an immediate confidence that they are getting what they came looking for. Other supporting details can be placed underneath to provide adequate information and increase the chances that they will convert.
Always evaluate the relevance of your landing page by putting yourself in the shoes of the consumer – or better yet, get some neutral parties to give you feedback.
According to Content Marketing Institute, the basis of your success of the relevance of your web page lies in creating the correct customer persona for your business. You can find more useful tips for your persona here.
The page speed also matters. To understand how crucial the speed is, let’s have a look at the most recent statistics: 53% of mobile users are likely to leave the website if the page-loading takes more than 3 seconds.
Graphics are attractive for users’ eyes, rather than reading large amounts of text, however they also slow the load time. Excessive use of images will slow down web pages as well. Slow load times annoy both readers and search engines. Therefore, it is important to ensure that the need for graphics are balanced against page-loading speed. Also:
- Continuously check the page speed using various online tools. Benchmark your performance against competitors and sector leaders.
- Convert images from heavy formats, such as TIFF and BMP, to JPG, PNG, and GIF.
- Remove unnecessary redirects that increases the loading twice.
Still having doubts about critical role of speed? The recent studies have shown that page speed has a direct correlation with a number of conversions: where the page speed amendment by 3 seconds leads to 9% more conversions. Exciting, right? Time to optimize and get more conversions!
Does Your Page Look Good?
Beyond the text that goes on your landing page, the overall design and images used should look polished and match your branding aesthetic. A badly-designed landing page can be an immediate turn-off for visitors who find themselves more distracted by the overall look of the page rather than the content it carries. Avoid loading the page with too much noise and clutter, such as flashing banners, obnoxious pop ups, or overly jarring colour schemes.
Website development requires web designers to perform a very crucial job that also involves deciding on color schemes. Web designers have to choose the color schemes that trigger only positive consumer emotions. Even the black color motivates consumers to make purchases, if the product offered matches the mood of the black color. Website colors also present the impression that you want to make on potential customers.
Find more useful tips about web design you can find on our website design blog category page.
Along the same lines, your landing page should always be mobile optimized. Given the sheer number of people who browse on mobile devices, creating a landing page that looks good only on desktops can result in a high bounce rate from your mobile visitors.
While ‘mobile friendliness’ is about being able to view websites on mobile devices, ‘mobile optimization’ refers to the true responsive mobile web design:
- The same content appears different as the screen size reduces. Images begin to appear underneath each other.
- The navigation menu consolidates into one drop-down menu and content automatically resizes to suit the width of the new screen.
In simple words, mobile responsive design means to automatically provide your audience with the content they want, within the context that they’re viewing it.
The great example of the mobile-optimized website is Food Sense, where users can use any device for convenient access to the website material.
Is Your Page User-Friendly?
Design your page to clearly indicate the next step you would like your visitor to take. Include information in clear, simple language in a font that is easy to read. Ideally, the visitor should be able to convert directly from the landing page (e.g. via an “Add to Cart” function or a data entry form for registration). However, if this is not possible, then include multiple links to the same destination (the ‘conversion’ page) via text, headings, and images to increase the chances of the visitor taking your desired action.
It is also a good idea to include some menu options with links to your main site, especially to pages like “About Us” or “Contact Us” to offer your visitor further information before they make their decision. Having alternative navigation options could decrease your immediate conversion rate, but ultimately may result in longer-term benefits by catering to those visitors who aren’t quite ready to convert, but are demonstrating interest in your brand.
It is crucial to let the user know where he is at all times. You can do this by changing the link’s background, color of the page name or turn the text bold in the navigation menu to make it different from others.
Austin Eastciders uses a different color and background to indicate the page the user is on. This indicator can also work as a subtle design change, for example by using a different web navigation background which creates the feeling that other menu items are in depth.
To be consistent with your content and navigation provide some context for website users to find things they need quickly. You can place small icons related to the content you link to or short descriptions to give an overview of what the page is about.
Sarah Parmenter uses short and nice captions under main navigation to provide some information about the subpages the main navigation is linking to.
These and other tips with regards to navigation menu can be found in one of our previous articles.
Hopefully by answering these three questions, you will have enough information on how to tweak your landing page to get your campaign back on track!
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